Pick up a coin and save lives
Mumbai Railway Police has partnered Grey Worldwide to produce ‘operation citizen alert’, a campaign aimed at making commuters more alert to potential terrorist threats like unattended baggage.
The execution of the campaign involves placing over 1000 coins, containing a message, in railway stations as well as trains, for people to pick up – the message is that if you are as alert to unattended baggage as you are to little coins, lives can be saved.
“A simple one rupee idea has snowballed into a movement and it feels really good when we can give back to society.” Sajan Raj Kurup, regional creative head for Grey Worldwide said in a statement.
Deputy commissioner of police, Ramrao Pawar, put weight behind the campaign as an effective communications tool able to reach all consumers saying, “if anyone spots a coin fallen on the ground, they will pick it up – irrespective of age, class, gender and religion.”
Singapore's anti-terrorism SMRT videos pales in comparison in both creativity and costing!
The execution of the campaign involves placing over 1000 coins, containing a message, in railway stations as well as trains, for people to pick up – the message is that if you are as alert to unattended baggage as you are to little coins, lives can be saved.
“A simple one rupee idea has snowballed into a movement and it feels really good when we can give back to society.” Sajan Raj Kurup, regional creative head for Grey Worldwide said in a statement.
Deputy commissioner of police, Ramrao Pawar, put weight behind the campaign as an effective communications tool able to reach all consumers saying, “if anyone spots a coin fallen on the ground, they will pick it up – irrespective of age, class, gender and religion.”
Singapore's anti-terrorism SMRT videos pales in comparison in both creativity and costing!
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